Wednesday, May 8th

#MSPtweeps — @IamSarahEdwards

by Maggie LaMaack

#MSPtweeps is a weekly interview series featuring some of the best and brightest Twin Cities tweeters; the ones who continually make us LOL and OMG!

Local woman about town, Sarah Edwards (@IamSarahEdwards) is one busy lady. On top of her day job at Pixel Farm, where she serves as marketing director, she styles fashion shoots, personal shops and puts on the annual I AM MPLS! variety show. As if that’s not enough, Sarah’s newest project, I AM KINDNESS lends a charitable aspect to her ‘I AM’ brand, weaving a web of local creatives who move the Twin Cities forward through their art, style and philanthropy. In this week’s interview, we chat with Sarah about Minneapolis and the projects and people that make our city the creative culture-center it has become.

LOL/OMG: You’re a Minneapolis transplant. What brought you to the Twin Cities?

SE: Well, believe it or not, I went to the University of North Dakota for a year to play golf and study engineering (what?!). I decided I wanted a change, and wanted to “do art,” so I moved to Minneapolis for art school. I now work as the Marketing Director at Pixel Farm, which is a creative studio that really inspires me and encourages and supports my passion projects, which is pretty awesome!

LOL/OMG: Since your arrival you have managed to wrangle some of the city’s finest creative minds for your I AM MPLS! variety shows. How did you come up with the concept?

SE: I always wanted to do a fashion show, but wanted to mix up the regular format. I was also trying to think of ways to get an eclectic group of people to attend. I’ve said it a million times and I’ll say it again, I’m completely inspired by the energy and creativity of this city and wanted a stage to celebrate the talent.

It’s funny because although I got compliments on the show’s entertainment value, the most common feedback was, “wow, you actually did it.” I love coming up with ideas, and the hardest part is taking the first step and executing them. I was like “Ok I need a venue, but I need models, but I need money, but I need sponsors, but I need a logo, but I need a website, but I need money for those, and I need sponsors for money, but I need an event for sponsors. Where the hell do I start?” Luckily, I pitched the idea to my mom and asked if she would lend me some money to get it started, and I paid her back.

LOL/OMG: What about the show (or really, Minneapolis itself) has changed most during the three years you’ve put it on?

SE: I think the spirit of entrepreneurism has really come alive in Minneapolis, and the fact you have can get a very dynamic, expressive, talented city behind you if you are bold enough to put yourself out there and ask for the support. I love all the different projects, events and businesses sprouting up and the unique ways people bring them to life.

LOL/OMG: A stylist yourself, you’re known around town as a pretty daring fashionista. What do you think Twin Cities residents do well in terms of their personal style?

SE: I definitely think Twin Cities residents do a great job of owning their personal style and not getting too concerned about trends. I really don’t care for the word trend and think it often gets in the way of what fashion and style really mean.

LOL/OMG: And not so well?

SE: Flip-flops. Unfortunately I’m guilty of it too, but it really needs to stop. Soon.

LOL/OMG: We can get behind that. Your newest endeavor I AM KINDNESS encourages volunteers to perform random acts of kindness throughout the city. What has been the most inspiring thing to come out of the project so far?

SE: I started I AM KINDNESS because I wanted to get involved with local volunteering, but all of the groups I looked at joining wouldn’t fit in my schedule. I felt there are probably a lot of busy, creative types that want to give back but can’t commit to a consistent time or schedule. So, the concept is simple: Give extra when you can and don’t stress when you can’t.

We went out to Mount Olivet Senior Day Center with a group of makeup artists, hair stylists, photographers, videographers and volunteers and spent the day pampering them, taking their photos and just listening to their stories. There were tears and lots of smiles and laughs that day. My friend and filmmaker Jason Ho made this beautiful piece about the event:

LOL/OMG: We love that. You have 140 characters to write yourself a brand new twitter bio. Go!

Favorite places to shop in the Twin Cities1. Rewind Vintage
2. Arrow in Northloop
3. The clearance runway section at TJMaxx in SLP (used to be my secret spot)

Local up-and-comers you’re keeping your eye on1. Amber Rose (hair and makeup artist that will blow your mind)
2. Jared Lukes (I may be biased because we are engaged, but I’m telling you…he is inventing some crazy stuff that could change a lot of industries)
3. Davee Ek (her edge and style are completely unique, and I can’t say that often)

LOL/OMG: Any last words?

SE: Since I was a young girl I’ve always drawn this same thing over and over and I want to share it with the world.